Lushka Kokotanekova

The Women in Marketing – Bulgaria team had the pleasure and privilege to ask Lushka some questions about her career, thoughts on the marketing industry, and herself. Here’s what she replied.

How did you start your career in marketing?

It was extremely interesting to me to learn about marketing at university classes. I decided that this was my thing, but overall I was studying a completely different discipline. This was not an obstacle for me, because I started to be more interested in the subject, reading on the Internet and enrolling in various free marketing courses to reinforce my thesis that this is my thing. The most difficult was the career start, without any real experience in the field. The chance for me came from Econt and their internship program. My team leader and I liked each other so much that she offered me the position during the interview. Thus began the tale.

What advice would you give to women who are just starting a career in marketing in Bulgaria?

To be curious, not to give up despite difficulties and to be open to modern technologies, methods and tools with which to optimize their work and become the experts they want to be. Try new things and be bold marketers.

Where do you find inspiration to be who you are professionally?

Creative campaigns inspire me to create similar creations and become better at my role. From creative visions to creative messages and strategies. It is extremely interesting to go into depth and think about the things that the average user does not suspect. It’s a whole science.

What are the marketing resources and tools you can’t live without?

I can’t live without Pinterest, where I get inspiration from, and it’s already hard for me to imagine the world without artificial intelligence and the various tools that optimize our time.

Is there a change you would like to see in the marketing industry in Bulgaria?

I want to watch meaningful campaigns around me. To see more organizations that work with our future in mind and implement various social initiatives in practice.

What has been the most challenging aspect of your career so far and how did you overcome it?

To not fall into my comfort zone and keep the spark despite the difficulties. The most difficult decision was to end my career at Econt, leaving behind a team of friends and like-minded people. But one must know when to end in order to preserve oneself and keep one’s inspiration.

We shouldn’t be afraid to challenge ourselves. I always tell myself that no one is born a scientist, this gives me the strength to challenge myself and try new things in the field of marketing.

What has been the most successful moment, project or achievement of your career so far and how did you achieve it?

Annual goal setting at Econt was one of the most challenging projects I’ve worked on. We presented a strategy to the entire internal community, and our task was super responsible, because the future of all people in the company depended on it. We went through it all together with our team. Therefore, I believe that a strong team is critical to the success of any individual and any project.

---

---

Have you had a mentor who played a crucial role in your career? How did they influence your professional development?

My manager at Econt. I knew I could count on her, she gave me the strength to keep going. She always inspired and supported me. We became friends, there was no strong hierarchy, so we could grow together.

Why did you become part of Women in Marketing – Bulgaria and how do you see your contribution to the mission of the community?

I received an invitation to join the Women in Marketing community, which made me smile. It didn’t take me long to think – I knew I had to do it. I believe I have something to contribute to the future of this community. I have always admired successful women who reap success after success. Although I have not reached the heights of my career, I want to create opportunities, to help other young Bulgarians to get through the difficult beginning. I want to live in a free and developed Bulgaria, and for this to happen, we must be united and inspired. We can achieve it together. I believe in this community and know that we can help each other to get better at what we do.

What industry trends or developments do you find most exciting or challenging right now?

I am eager to see where new technologies will go and how the world will change. Accordingly, our industry.

What advice do you have for young professionals who aspire to be better marketers? What does it take for one to succeed in this industry?

Be adaptable, never stop learning and never give up.

How do you envision your role in the future?

I avoid answering this type of question unambiguously, because as we grow personally and professionally, our views and goals change. What I know for sure is that I want to be a leader and help other people be the best version of themselves. But until then, I have a long way to go and my lessons to learn. I want to touch the different directions in marketing to explore my potential and discover my strongest points.

How would you like to be remembered in the industry?

I want everything I do to be meaningful and lead to results for the company I work for. I want when someone looks at me, they know they can count on me. To say: ‘She is responsible, she really understands what she is doing’.

Outside of work, what hobbies or activities bring you joy and recharge your creativity?

I adore walks in nature, especially in the mountains, as well as the tranquility of Bulgarian huts. For many years I trained professionally in athletics, this contributed to my love for sports. I like to practice all kinds of sports – skiing, swimming, tennis, skating, athletics, etc. They help me recharge my batteries and relax my mind so that fresh ideas can be born.

Is there a lesson you’ve learned so far that has impacted you both personally and professionally?

To believe in my choices.

What are the key moments in your career that have contributed to your success?

The key moments are the choices I have made in my career path. Namely, the companies in which I have worked or am working. I believe that I chose the long but successful path, and it helped me learn many new things directly from practice.

Are there specific challenges you’ve faced as a woman in marketing and how did you overcome them?

No, I don’t think I’ve had similar challenges related to my gender in my professional development.

---

It was an absolute pleasure getting to know Lushka better, and welcoming her as a Community Member!

If you are a member of the Women in Marketing – Bulgaria community and would like to be featured in an interview-style piece, please fill in the interest form.

If you’re not yet a member of the community but would like to be, click here to join.